Genus Mobiles appoints Brands on E for creative duties

Genus Electronics, which recently announced its foray into the mobile phones segment, has appointed Brands on E, a Delhi-based advertising agency to handle its creative duties for Genus Mobiles.

Confirming the development to exchange4media, Mayank Kumar, COO, Genus Mobiles, said, “We met a lot of agencies and now we have been working with Brands on E for almost 6 months now. I personally feel they have done a good job!”
“The agency has an internal expertise. It has experience coming in from big names in the ad circuit and they all have a lot of experience,” he added.

Unlike most of the new entrants in the mobile segment, the brand is not strategising around price or the feature. It is planning to go beyond the regular proposition and deliver on good services. Kumar shared, “Genus is going to focus on good quality products and for each and every product we are launching with around 450 service centers. We have already spent seven months on this. When mobile brands say that they have better features, it is nothing but gossip. We don’t want to play on price or features, we understand electronics and we want to give a robust service backed product.”

Further disclosing company’s marketing plans, Kumar informed, “We will be largely looking at on ground activations, cross promotions, tie-ups and alliances to reach out to a variety of customers. As of now, there are eight cities we are focused on which are Delhi, Haryana, Uttar Pradesh, Uttaranchal, Bihar, Rajasthan, Gujarat, and Madhya Pradesh.”

And since digital space has a direct connection with the potential internet savvy customer, the brand has plans in place for that sphere too. “We have I-marketing handling the online space for us which is based out of Delhi. They have created our website – genusmobiles.com that has been made live about two weeks back. We are working on the searching and optimisation right now. Apart from SEM and small virals, we are actively getting into social media marketing. We have our profile pages listed across Facebook etc. and also tying up with the other websites,” Kumar divulged.

Kumar also shared that since the entity is not pan-India as yet, there is no fixed marketing budget as such. He stated, “We are looking to keep 5-7 per cent of the sales revenue as our marketing budget.”

To begin with, Genus Mobiles is launching nine handset models. These would be priced between Rs 1,600 and Rs 5,000. These models will primarily be dual-SIM with music-based features. The type would be spanning across qwerty, touch screen and multimedia. The launch of 3G and Android-based models are scheduled in the next couple of months.